Axenix has developed the NRM platform for Rusagro's fat and fat business

2023: NRM Platform Development

Consulting technology company Axenix has developed a digital integrated platform NRM (from the English Net Revenue Management - net revenue management) for the oil and fat business direction of Rusagro Group, which allows managing the profitability of the enterprise in the consumer goods division (B2C). Within the framework of the project, two modules were launched - regular pricing and promotion management. They allow the company to effectively implement a commercial strategy, setting attractive prices for consumers, while at the same time allowing achieving targeted financial results. Axenix announced this on January 24, 2024.

Experts from Axenix, Rusagro and Rusagro Tech jointly implemented the project, during which the system design was developed, business processes were updated, the used industrial planning methodology was redesigned, internal and external data were consolidated on a single platform. For this, all available sources were involved - from shelf sales analytics to internal customer insights.

The development of the NRM platform was carried out using the most current models and approaches in the field of artificial intelligence. We see great potential for the use of AI in corporate systems to increase business efficiency, "said Tatyana Bogomolova, project manager at Rusagro Tech.

Platform integrated with - ERP system, sales analytics, merchandising and reporting solutions. This makes it possible to conduct complex collection and processing, and data to obtain the necessary analytical sections.

The pricing module implements comprehensive pricing algorithms that allow you to select the optimal commercial parameters based on the cost model, analysis of historical sales and prices on store shelves, both your own products and competing goods. The module for managing promotional campaigns using ML technologies calculates the forecast of regular and industrial sales and allows you to optimize the industrial strategy, while increasing the overall margin.

AI algorithms allow Rusagro analysts to use new forecasting techniques, conduct scenario analysis and search for optimal solutions for managing profitability. Getting real-time business data helps you keep your finger on the pulse and respond to changes in a timely manner. The introduction of the system is another step towards digitalization of all processes and strengthening Rusagro's leadership position in the Russian agro-industrial complex market, "said Polina Mineeva, senior manager for advanced analytics at Axenix.

Thanks to the implementation of the platform, Rusagro Group of Companies was able to synchronize comprehensive net revenue management processes, ensured consistency, accuracy and speed of decision-making in the field of pricing management and promo, and also digitized the processes of the fat and fat business direction in this area. With customized data analytics, key system users (Sales, Brand Marketing, Finance, and Company Top Management) can analyze the simulated financial results of planned promotions online and track the plan's progress as part of daily routine tasks.

The implemented system allowed us not only to significantly improve the accuracy of forecasting and the return on promotions, but also to improve the quality of revenue management decision-making. The business processes of pricing and industrial planning using digital technologies have acquired transparency, stability and flexibility, helping to respond faster to changing market conditions and meet high industry standards both in terms of service to our customers and in terms of profitability. As a result, we already see a significant improvement in market positions and record profitability indicators of the consumer division, - said Vladislav Zhemchuzhnikov, head of the department for analyzing and monitoring prices of the Rusagro fat and fat business area.